The Internet is widely recognized as playing an important role in facilitating education on a range of issues, including media literacy. Analyzing the media critical activity of contemporary Russian bloggers, the authors of the article reveal the following reasons for popularity or, on the contrary, unpopularity of blogger's media criticism: targeted orientation, emotional charge, entertainment nature, duration, interactiveness, multimedia mode, simplicity/complexity of the language of a media text, the level of conformity.